Founded in 2020 by Harrison Rose and Aleksander Bury, GoodFit equips commercial leaders with the rich, configurable data required to execute world-class go-to-market (GTM) strategies in the age of automation and AI.

Rose previously co-founded Paddle, scaling it from inception to $100M in revenue. He and Bury met there, working together at what was then the fastest-growing software company in the UK. In building Paddle’s internal data engines to map markets, qualify accounts, and craft targeted sales messaging, they created the foundations that would later evolve into GoodFit.

“GoodFit was built to solve these challenges in a market being transformed by automation and AI,” said Harrison Rose, CEO and co-founder of GoodFit. “High-quality, specific data is the fuel these systems need. Without it, ideal customer profiles (ICPs) stay shallow and outreach remains generic. But as AI begins to take on more of the work traditionally carried out by humans, the possibilities expand dramatically. Data is becoming the central input for every GTM decision – from which cohorts to target, to which channels to use, how to deploy reps, and even how to optimise customer acquisition cost (CAC) in real time. That’s the future we’re building at GoodFit.”

Unlike the traditional sales model, where leaders relied on large teams working across tools they rarely touched, the rise of AI presents a generational shift. Instead, GoodFit combines proprietary market data with first-party performance data and tooling, enabling revenue leaders themselves to:

• Understand & identify companies in their market with precision
• Match reps to the accounts most likely to buy
• Build and run campaigns end-to-end
• Predict the most effective channel mix for a given customer
• Optimise CAC dynamically based on outcomes

Already, GoodFit is powering some of the fastest-growing companies in the world. Using GoodFit, HR company Personio has shortened deal creation time by 60%, RevOps platform Clari has expanded their total market coverage by over 20%, and Demand Conversion tool Chili Piper has saved reps more than 10 hours each week – translating into hundreds of thousands of dollars in annual efficiency gains.

Itxaso del Palacio, Partner at Notion Capital, said: “We saw what Aleks and Harrison were building inside Paddle and were thrilled when they decided to productise it for the broader market, knowing how well they would execute independently. GoodFit has demonstrated clear demand, which we have seen from within our own portfolio, and the team’s ability to do this while bootstrapped is even more impressive. They are sitting on top of a huge market opportunity with the rise of automation and AI in sales, one we know Aleks and Harrison will take advantage of as experienced operators.”

The Series A marks GoodFit’s first outside funding. Until now, GoodFit has grown organically as a bootstrapped business with limited resources, resulting in a small number of the most established GTM organisations gaining exclusive access to the platform

With this round, GoodFit will lower that barrier to entry: expanding access to a far broader range of companies, and accelerating development of capabilities that allow revenue leaders to achieve GTM outcomes directly with agents. The goal is simple – to make world-class GTM accessible to every company with GoodFit as the intelligence driving it.